
National Trust – Rare and Fragile
Why we love it: Most brands focus all their energy into their original content – leaving audience interaction to a separate Community Management team who are mostly there to deliver copy-and-paste responses to questions and complaints. The National Trust, though, have given their team much more freedom: allowing them to go all out when engaging with their audience. By applying the “Yes And” improv principle they’ve taken a funny post from a fan (pretending the